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Damas is a leadingjewelery and watch retailer chain in the whole of Middle East. Each of the jewelery and their designs are tailored to meet the demand of specific customers. Keeping in mind the target group Damas has created three divisions. The Exclusive stores which caters to tne demand of the high end customers, the Semi-Exclusive store has designs which fulfills the desire of the upper-middle income group customers and the Damas 22K stores whcih are meant to satisfy the middle income group or the working class population.